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Buick prepares Super Bowl ad blitz to introduce Cascada

Super Bowl 50 will kick off on February 7, and Buick will use the big game's massive audience to get the word out about the new Cascada convertible. The the broadcast spot will be paired with a humorous digital campaign to advertise the convertible online. Buick hasn't released the 30-second Super Bowl commercial yet, but a teaser image shows that it stars New York Giants wide receiver Odell Beckham, Jr. and actress Emily Ratajkowski, known for roles in the films Gone Girl and Entourage. The ad is part of the "Experience the New Buick" campaign, which aims to position the brand to appeal to a younger demographic. The brand also has Ellie Kemper, the star of Netflix's hilarious Unbreakable Kimmy Schmidt and Erin on The Office, to sell the Cascada, Regal, Encore, and Enclave in a new online campaign. She plays an exaggerated version of herself and flirts with a guy who thinks Kemper owns Buick's new convertible. The spot tries to capitalize on the quirky charm of the actor's Kimmy Schmidt character. Buick will cut the longer clip (below) into vignettes for ads on sites like YouTube. Buick spokesperson Crystal Wilson told Autoblog that viewers' reactions to Kemper's commercial have been "totally positive" so far. First-Ever Buick Super Bowl Ad Features Odell Beckham Jr. and Emily Ratajkowski Latest "Experience the New Buick" ad spotlights new Cascada convertible 2016-01-26 DETROIT – Buick's first-ever Super Bowl ad will bring the brand's award-winning "Experience the New Buick" campaign to the biggest night in TV advertising. The campaign launched in 2014 and challenges consumers' false perceptions of the brand. The 30-second spot, scheduled to air during Super Bowl 50, features Buick's all-new Cascada luxury convertible and stars New York Giants wide receiver Odell Beckham Jr. and actress/model Emily Ratajkowski. The spot will be the first new Buick commercial to air in 2016, a year where the brand will launch three new products. The Cascada, Buick's first convertible in 25 years, arrives in dealerships in the coming weeks. It features an athletic and sculptural beauty that delivers a distinctive profile, whether the top is up or down. Along with the perception-shifting Cascada, Buick showrooms will soon feature a redesigned LaCrosse sedan and the new Envision, a compact crossover. Both go on sale this summer.

Buick begins offering 24-hour test drives

Even as the year's sales charts show a decline, Buick says its brand image is improving. To bolster that soft metric while it works on overhauling its lineup - consumers are clamoring for more crossovers - the brand will begin offering overnight test drives as of July 23. Buick trialled the program in Phoenix and got a good response, so it rolls out as an ad-supported nationwide campaign called "24 Hours of Happiness" as of July 22. The push is on probation for three months while Buick evaluates it, but they expect it to continue beyond 90 days. Cars will be sourced from the loaner fleets that dealers offer customers whose cars are in for service, so only dealers with such fleets will be able to participate. General Motors did the same thing in 2003 and 2004, at the time saying it led to more than 500,000 "extended" test drives and close to 190,000 sales. That program had a cash component, in that buyers were offered $250 if they chose a non-GM vehicle after their test drive. 24 Hours of Happiness won't come with any inducements; Buick is taking the long view, positioning this as support for the brand instead of as bait for immediate returns. The Phoenix dealer who ran the program first said that it got fewer bites than he expected, but that customers who took a car home "were far more likely to buy the vehicle." Cue the Regal GS hooning in three, two... Related Video:

Junkyard Gem: 1962 Buick LeSabre 2-Door Sport Coupe

American car shoppers looking for a full-sized hardtop coupe in 1962 couldn't go wrong with the offerings from The General. Chevrolet would sell you a snazzy new Bel Air sport coupe for just $2,561 (about $23,800 today), but those Joneses next door wouldn't have felt properly shamed if you put a new proletariat-grade Chevy in your driveway. No, to really stand tall during the era of Alfred Sloan's Ladder of Success, you had to go higher up on the GM food chain. For the B-platform full-sized cars of 1962, that meant the Pontiac Catalina/Bonneville beat the Chevy, the Oldsmobile 88 was the next step up the ladder, and at the very top was the Buick: the hot-rod Invicta and its swanky LeSabre sibling. To go beyond that, you had to move up to a C-platform Buick Electra or Cadillac. Today's Junkyard Gem is a once-luxurious '62 LeSabre, now much-faded in a northeastern Colorado boneyard. The reason GM shoppers got so bent out of shape about the "Chevymobile" episodes of the late 1970s, in which some GM cars received engines made by "lesser" GM divisions, was that each division had its own family of V8 engines during the 1950s and 1960s and they weren't supposed to be mingled. The '62 LeSabre got a 401-cubic-inch (6.5-liter) Nailhead engine (so called because the valves were unusually small), rated at 265, 280, or 325 (depending on what kind of compression ratio and carburetion you wanted). That's not crazy horses for a big-displacement, two-ton luxury coupe of its era, but the small valves allowed for combustion chambers optimized for one thing: low-rpm torque. This 401 has the two-barrel carburetor, so it made either 412 or 425 pound-feet of torque. That's just a bit less than the mighty Cadillac's engine that year, and definitely sufficient to get this car moving very quickly. You had to pay a fat premium on the Chevrolet, Pontiac, and Oldsmobile B-bodies to get an automatic transmission (a three-speed column-shift manual was base equipment in those cars), but a Turbine-Drive (formerly known as the Dyna-Flow) automatic was standard issue on the 1962 LeSabre. This was an interesting transmission design that traced its origins back to the 1942 M18 Hellcat Tank Destroyer and used torque-converter multiplication to provide a CVT-like experience with no perceptible shifts (the driver could select a separate low gearset manually, so the shifter looks just like the one on the true two-speed Powerglide transmission).